"For the first time an Indian brand will appear on the Ferrari."
A historic move took place in the world of Formula 1 motoring. Tata, India’s largest and oldest business conglomerate, announced its sponsorship of Italian motor racing phenomenon – Ferrari. For the first time, logos of Tata, will be displayed on all Ferarri grand prix racing cars. Some of the biggest names in motor racing from the Ferrari team will be driving cars featuring Tata branding in the 2009 Formula One season.
Tata Consultancy Services (TCS), the technology giant in India, are the actual sponsor of Ferrari and the company belongs to the highly accomplished, Tata Group. TCS have been a technology partner of Ferrari since 2005. They were given the Innovation Award by Ferrari for applying technology services to derive innovation in one of the most competitive and technologically advanced areas of automobile engineering.
A statement from TCS regarding the sponsorship said, ‘Building on our existing long-term relationship of over three years, Tata Consultancy Services has entered into an historic agreement with Ferrari for an enhanced technology and marketing partnership.’ The statement added, ‘As part of the deal, the Tata logo will be displayed on Ferrari FI car for the 2009 Formula One season.’
President Luca di Montezemolo of Ferrari said, “For the first time an Indian brand will appear on the Ferrari.” Talking to the media about the deal, “It’s historic,” he added.
In the past, Tata has been associated with branding and F1 racing. It sponsored Jordan in 2005 and Williams in 2006. The Williams deal endorsed the use of the Tata logo on the nosecone of the car and on the racing suit of the driver.
The parent company of Ferrari, Fiat, have already signed a deal with the Tata Group to produce cars in India. Tata is interestingly responsible for manufacturing the cheapest car in the world in India, called the Tata Nano, which retails at approximately £1000.